By now, most companies have gotten a pretty good handle on what happens on their website. At the very least, they use a tool like Google Analytics or the simple and easy StatCounter to track total visits, referring URLs, visitor paths and time...

I was chatting recently with Sam Decker, chief marketing officer at Bazaarvoice, about his company’s somewhat counterintuitive business. Its customers use Bazaarvoice to enable their customers to post product reviews and ratings right...